Traditionally FSIs — a four-color, mutlipage magazine which features promotional coupons and advertising to consumers — are used as pure traffic drivers. But they are capable of more.

Coupons are not common in many Latin American cultures, according to Hansen, who recommends that advertisers should use coupon-oriented vehicles like the FSI as a branding tool, in addition to a traffic driver.

“FSIs offer great call-to-action, but they also work well for branding because you have image and price point, reinforcing one another. Driving sales is primary, but the FSI is also an under-appreciated from of branding,” Hansen states.

Savvy marketing companies like EPMG and ASG Renaissance are vesting in efforts to morph the FSI into a more blended product, representing a cross-over between a ROP and traditional coupon advertisement.

“We are creating stickier products that clearly express understanding of cultural values and, as important, have immediate pick-up appeal. The new Hispanic FSI will surprise some customers,” says Ardisana. “We are truly leveraging the value of the FSI’s surcharge free environment, which is less restrictive than its general market counterpart, to offer brand-appropriate positioning in a editorial format alongside traditional FSI promotions.”

“Our ultimate aim is better position brands with retail locations by showing Hispanic consumers how featured products improve their everyday lives,” Ardisana concludes.

The days of putting a bilingual label on packaging, translating a general market ad campaign to Spanish language, or dedicating half of a store aisle to Hispanic brands no longer qualifies as Hispanic marketing.

The New Landscape

“It’s all about consumer engagement,” concludes Ardisana. “The companies that grasp the importance of delivering a culturally relevant and inviting customer experience are clearly growing share.”

Jackie Berg is a recognized ethnic market specialist and is the Hispanic FSI product manager at Valassis. Jackie has owned and operated urban publications, created national award-winning ethnic print magazines, newspaper sections and inserts on behalf of numerous clients and operated an independent ethnic market consulting firm.

1 Consumer Insights Magazine, Summer 2006,
   The Hispanic Consumer’s Shopping List
2 Wall Street Journal 9.25.07 ”General Mills new CEO
   says company will increase black marketing efforts”
3 HispanicMarketingWeekly 7.31.07
3 Media Post 8.22.07
4 AdAge 5.22.07
5 2006 Coharts CEO Scott D. Schroder, Direct Market News
6 Drug Store News
7 Portada February/March 2007


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